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Planning for the Show

Exhibiting should be a powerful marketing tool that complements your company's overall strategy. To produce positive results through exhibiting, determine your specific goals and objectives before planning any other aspect of the show.

Goals Define Your Desired Results:

  • Increased orders
  • Added name recognition
  • Launch a new product or service
  • Perform market research
  • Educate your audience
  • Recruit distributors

Objectives Describe the Means to Achieving Those Results:

  • Attract qualified visitors to your booth through a pre-show mailer
  • Determine where to locate your exhibit on the show floor
  • Offer promotional giveaways to show attendees
  • Train your staff to qualify leads quickly
  • Demonstrate your products and services during the show

Include your entire show staff in the development process of defining your goals and objectives. This will ensure their commitment and enthusiasm once you get to the show.

Write down your goals and objectives, allowing room for changes as they take shape. During the hectic and somewhat chaotic atmosphere of an exhibition, the written goals and objectives will serve as a reminder to your team of their mission at the show.

For planning purposes ask the show management to provide you with historical data such as expected size and composition of show attendees, high and low traffic periods, and other valuable information.